Cross-trial averaging has advantages, but in many cases should be only the first step of a data analysis protocol. Many experiments contain rich and untapped experimental, behavioral, and neural dynamics that remain to be explored and tested. In this study, for example, single-trial multiple regression (and corresponding phase modulation analyses) revealed complementary and interactive roles of the medial and lateral prefrontal cortex during response conflict. The methods used here, of course, are general and could be applied to any design or topic within human neuroscience.
